Less text.. more typo(graphy)

In communicating a message, a balance has to be achieved between the visual and the verbal aspects of a design.

Carolyn Knight


The visual language established when designing with type can bring into play not only emotions, but also physical responses. Now let's add a PR/NGO angle to this.



In the ad below, the viewer is connected to every aesthetic that makes the brand KitKat, you could even forgive the reader for actually believing it to be aa advertisement for the brand - it pulls in the reader through visual association, but then you realise the actually written message is completely different. Greenpeace have not only managed to communicate their message through simple typography but also educated the audience in the psychological dominance of brand association to the consumer. The lack of context makes this campaign brilliant.